SlideShare a Scribd company logo
The People’s Car
Evolution of Innovation
Inputs/Idea
Requirements/
Constraints
Design and
Development
Manufacturing
Marketing &
Distribution
 Genesis
 TATA Group
• Founded by Jamshetji N Tata in 1868
• TATA Motors
• Operations in more than 85 Countries
• Strong Focus on R&D
 Requirements
•Cost
•Regulatory and Safety Standards
•Performance
 Challenges
• Small size can’t reduce Cost that much
• Still a Large Barrier from 2 Wheeler to 1 Lakh
considering Maintenance Cost
• 85% Outsourcing
• Location of Base Plant
• Uncertainties Associated with New
Product
• Operational Cost
• Complicacy with Product
Specification
 Design & Development
• Rear-Engine Rear-Wheel Drive
• Two-Cylinder Engine w/o Turbo-Charging, Inter-
Cooling etc.
• Capacity of Engine increased from 543 cc to 586
cc and eventually 624 cc.
 Manufacturing
• Procurement of Raw Materials to facilitate
Suppliers
• Setting Up of Plant
• Land Acquisition Challenges
• Quick Relocation
with Simultaneous
Production
TATA nano 
 Technical Specifications
• Price: 1.0 lakh onwards
• Engine: 624cc, in-line, twin-cylinder
• Power: 34PS@5500rpm
• Torque: 48Nm@2500rpm
• Gearbox: 4-speed manual; Cable operated
• Top Speed: 95-100kmph (Speculated)
• Fuel Efficiency: 20kmpl (claimed)
• Length: 3100mm
• Width: 1500mm
• Height: 1600mm
• Wheelbase: 2230mm
• Ground Clearance: 180mm
• Fuel Tank Capacity: 15lt.
• Kerb Weight: 600kg.
 Distribution & Marketing
• Through Non-Traditional Channels
• Satellite Mini-Factories
• Competition Analysis
• “Now You Can”
• Necessary v/s Desirable
• Lakhtakiya
• SMA Campaigns
 Comparison
 Impact of Nano
• New Ventures
• Drop in Price of Second Hand Cars
• India's claim-for-fame in the
International-Media
• Employment Opportunities across
India
 Estimation Analysis
• Initial Capacity 50,000 Cars
• Sanand Plant Capacity to be 250,000
• Sales through Booking System
• Demand Assessment
 Takeaways
• Innovation for the Masses
• Coordination among Suppliers, the Design Team
and the Sourcing Team
• Issues with Marketing
Thank You !!

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The People's Car

  • 2. Evolution of Innovation Inputs/Idea Requirements/ Constraints Design and Development Manufacturing Marketing & Distribution
  • 4.  TATA Group • Founded by Jamshetji N Tata in 1868 • TATA Motors • Operations in more than 85 Countries • Strong Focus on R&D
  • 5.  Requirements •Cost •Regulatory and Safety Standards •Performance
  • 6.  Challenges • Small size can’t reduce Cost that much • Still a Large Barrier from 2 Wheeler to 1 Lakh considering Maintenance Cost • 85% Outsourcing • Location of Base Plant • Uncertainties Associated with New Product • Operational Cost • Complicacy with Product Specification
  • 7.  Design & Development • Rear-Engine Rear-Wheel Drive • Two-Cylinder Engine w/o Turbo-Charging, Inter- Cooling etc. • Capacity of Engine increased from 543 cc to 586 cc and eventually 624 cc.
  • 8.  Manufacturing • Procurement of Raw Materials to facilitate Suppliers • Setting Up of Plant • Land Acquisition Challenges • Quick Relocation with Simultaneous Production
  • 10.  Technical Specifications • Price: 1.0 lakh onwards • Engine: 624cc, in-line, twin-cylinder • Power: 34PS@5500rpm • Torque: 48Nm@2500rpm • Gearbox: 4-speed manual; Cable operated • Top Speed: 95-100kmph (Speculated) • Fuel Efficiency: 20kmpl (claimed) • Length: 3100mm • Width: 1500mm • Height: 1600mm • Wheelbase: 2230mm • Ground Clearance: 180mm • Fuel Tank Capacity: 15lt. • Kerb Weight: 600kg.
  • 11.  Distribution & Marketing • Through Non-Traditional Channels • Satellite Mini-Factories • Competition Analysis • “Now You Can” • Necessary v/s Desirable • Lakhtakiya • SMA Campaigns
  • 13.  Impact of Nano • New Ventures • Drop in Price of Second Hand Cars • India's claim-for-fame in the International-Media • Employment Opportunities across India
  • 14.  Estimation Analysis • Initial Capacity 50,000 Cars • Sanand Plant Capacity to be 250,000 • Sales through Booking System • Demand Assessment
  • 15.  Takeaways • Innovation for the Masses • Coordination among Suppliers, the Design Team and the Sourcing Team • Issues with Marketing Thank You !!